How to create effective branding. There are many articles that talk about brand and branding as one and the same. Your branding is what you put out into the world, your tone of voice, your messaging and your visual identity, each of which stem from your brand — who you are and how you do what you do. Your branding involves positioning your company or product uniquely and memorably in the market, devising brand strategy to reach your goals, developing a consistent visual identity and brand message.
There is tendency to jump into the branding stage before a clear brand story has been established, simply because a logo is the exciting, most obvious bit. Simply put, your brand is the instant reaction someone has when your business is mentioned. Your brand often stems from the reason you went into business in the first place.
The change you wanted to make. The purpose of your product or service — the reason you started your business — plays a strong part in defining who you are as a company. Stories are powerful. And every strong, recognisable brand has a story behind it. Your brand is the vision of your business. Your vision is not your sales objectives, your growth forecasts or your profit targets.
Your brand is how you are going to achieve your vision. Each action you take will play a part in defining your business brand. For example, people might use the word "brand" to talk about logos, though a logo or identity is not a brand.
Whether it is a new product in your supermarket, a new tech company or the airline you've never heard about before. Competition creates infinite choices and companies look for ways to connect emotionally with customers, become irreplaceable and create lifelong relationships. A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.
Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are. People fall in love with brands, trust them , and believe in their superiority.
Take Apple as an example. The fundamentals of brand building, from listening to and learning from customers, to relevantly meeting their needs, have been magnified in a world of digital communications and consumer empowerment. So if brand is what they think about you, when you're not in the room, then how you can influence that perception?
This is where the term "brand identity" comes into play. Starting with typography, colors, logo, identity system through layout, grid, composition, motion graphic to packaging print design and social media graphics, web design digital design and much more. Everything what is visual about a brand - we call it brand identity or corporate identity, if you wish.
How many elements a brand identity system consist of depends entirely on how many touch points applications needs to be designed for a brand. So next time you search for a "brand designer" you should rather considering searching for "brand identity designer" instead. The goal of a brand identity designer is to find artifacts that tell your story and engage people with who you are in a familiar and meaningful way.
That means ensuring every time your artifacts show up, they are consistent in their appearance, use, size, scope, color, feel, etc. Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. In our experience working with organizations in the service sector, the difference between the two ideas comes down to this: A brand is a destination, where you want to end up, while branding is the journey or the roadmap to get you there.
There are other important differences between the two terms, some dealing with dollars and others that just make sense. Similarly, owning a brand position is where you want to be in the minds and hearts of your customers. Branding, on the other hand, is the multi-phased process of securing that position and includes key strategies around the developmental, operational, promotional, organizational, and cultural building-blocks of brand development.
As it is often written, brands are the most valuable assets that companies possess. Relatively new branding companies such as Nike as well as the old guard like Proctor and Gamble have quantified the value of their respective brands and list them as assets on the balance sheet. Branding is an investment of time, money, and other resources. It is what organizations do in order to establish a well valued brand. Believe me, it is so much more than that. Your brand is how others perceive your business.
Brands build relationships. Brands create customer loyalty. Brands help businesses stand out in a crowded market. Think about some brands that you absolutely love. What is it that you love about them?
What keeps you coming back for more. These brands that you love have created something that keeps you loyal even if what they are selling is more expensive than their competitors. A brand is almost entirely the result of how your audience feels when they come across your business. Because you are unique, your business is unique and people are unique.
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